College sports are in flux. NIL deals, the transfer portal, and potential revenue-sharing agreements are reshaping the financial terrain. For athletic departments, this presents both unprecedented challenges and exciting opportunities. Here’s how forward-thinking institutions are transforming their athletic facilities into powerful revenue-generating assets.
ELEVATE THE FAN EXPERIENCE
Today’s fans crave a holistic experience. At their core, sport facilities are hospitality venues, requiring programs to take on the role of generous host. Being flexible and anticipating the needs and wants of your guests will make your space a not-to-be-missed destination.
I had the pleasure of visiting Snapdragon Stadium for a San Diego Wave game. I was impressed by the overall fan experience, including the variety of concessions, the well thought out and branded hospitality spaces and especially the creative and impactful ways the design leans into the San Diego culture. What a wonderful venue!
Christina Harrell | President, Jack Porter
- Multipurpose Venues | Get creative with underutilized areas. Think beyond the standard concession stand to ensure visitors have choices worthy of excitement.
- Exclusive Offerings | Offer premium experiences for fans seeking a taste of luxury. Exclusive perks, VIP lounges, and luxury boxes attract higher-paying audiences.
- Community Integration | Position your venue as the beating heart of the local scene. Partner with area businesses and host community events to extend your reach. Case in point: San Diego’s Spapdragon.
FORM SMART PARTNERSHIPS
Be strategic when teaming up with sponsors. Going the extra mile to find the right fit will demonstrate intentionality and deep knowledge of your audience. The goal is to identify corporate partners that reflect positively on your brand, delivering that sought-after halo effect.
University of Louisville’s Bourbon Club, sponsored by Angel’s Envy, embraces local culture while attracting donors and suite holders, and the wider community.
- Innovative Partnerships | Think beyond the traditional “your logo on our scoreboard” deal. Explore partnerships that offer unique experiences, content, and exclusive access.
- Brand Integrity | Don’t just partner with the highest bidder. Seek out brands that align with your institution’s identity, values, and culture as well as those of your dedicated fans.
MAXIMIZE OFF-SEASON REVENUE
Sports facilities have immense potential beyond the regular athletic calendar. By thinking outside the box, programs can capture revenue during the off-season. What’s more, these events present the opportunity to engage new audiences and potential supporters.
The University of South Carolina partnered with the Premier League to feature world-class soccer at Williams Brice Stadium.
- Diverse Events | The energy of a place doesn’t have to dissipate when the season ends. Bring in concerts, pro exhibitions, or tournaments to attract new crowds.
- Media Opportunities | New events can lead to increased media coverage and lucrative broadcasting deals, expanding your reach and revenue potential.
REINFORCE YOUR BRAND
Your brand remains a cornerstone of your success. Ensure your messaging and storytelling are consistent and ever-present. Every touchpoint should reinforce your unique identity and leverage your assets in a way that feels authentic and proud.
Inside the lobby of Baylor University’s Foster Pavilion, visitors encounter the program’s core values proudly embedded into the architecture of the space.
- Consistent Messaging | Maintain a cohesive brand identity that reflects your institution’s values and athletic legacy to build trust and memories with fans.
- Social Currency | Create visually striking, on-brand spaces that empower athletes and fans alike to become ambassadors through their social media presence.
Reimagining the Role of Sports Facilities to Maximize Revenue
The game has changed, but with the right strategy, you’re perfectly positioned to win. By reimagining your approach to facilities, brand, and community engagement, you can unlock new revenue-generating opportunities.